Here are seven practical, actionable takeaways based on the slides, with concrete examples:
Understand your audience deeply
Use tools like social listening (e.g., Hootsuite, Brandwatch) to track conversations about your key topics.
Example: If your association focuses on renewable energy, monitor hashtags like #CleanEnergy or follow influencers discussing EU Green Deal updates.
Create content your audience actually cares about
Avoid generic or overly promotional posts. Instead, focus on solving problems or sharing insights.
Example: Share a case study of how a policy change impacted your members, paired with actionable advice for stakeholders.
Use AI to save time and improve personalization
Tools like ChatGPT or Jasper can draft posts, generate ideas, or create content variations.
Example: Use generative AI to draft LinkedIn posts tailored to specific audience segments, like policymakers versus general members.
Experiment with content formats to boost engagement
Vertical videos, infographics, and interactive polls are proven to attract more views and interaction.
Example: Create a 30-second vertical video highlighting key findings from your annual report and share it on LinkedIn and Instagram Stories.
Engage meaningfully, not superficially, on social media
Don’t just post; actively comment and tag others in discussions to foster relationships.
Example: When sharing an article about the AI Act, tag relevant policymakers or member organizations and invite their perspectives.
Try new platforms like Bluesky Social
Even if platforms like Bluesky have limitations, they can be a great space for niche community-building.
Example: Post weekly updates about EU policy developments and join communities discussing your sector, like climate policy groups.
Build personal branding for leaders in your organization
Help your association’s leadership use LinkedIn more effectively to share updates and opinions.
Example: Draft posts for your CEO about their key takeaways from recent conferences, tagging collaborators and using hashtags like #EUClimateAction or #Innovation.
These steps will ensure your communication strategy is actionable, impactful, and relevant to your community.
This is an excerpt from the event organised by The Right Street for the European Society of Association Executives (ESAE), where I was honoured to speak about communication trends for 2025.
